Strategy, science and studies at GFN 2025

In June 2025 a diverse team of scientists, innovators, and corporate affairs colleagues represented Imperial Brands at the GFN 2025 as we continue to engage in the global conversation around tobacco harm reduction (THR) and next generation products (NGP).

Our involvement this year included:

• Deborah Binks-Moore, our Chief Corporate Affairs Officer, showcasing the exciting progress we’re making with our transformation while participating in a panel session focusing on NGP regulation and innovation. Watch the video here

• Thomas Nahde, Head of Harm Reduction and Engagement, contributing his thoughts in a panel around the World Health Organization’s (WHO) current approach to harm reduction science. Watch the video here and read this accompanying blog on our science website

• Layla Malt, Behavioural Sciences and Surveillance Senior Manager, presenting a deep dive follow-up ‘Science Lab’ session around our recent blu in-market behavioural studies. Watch the video here

• Launching the latest edition of our consumer-centric science and innovation brochure Beyond Smoke

As well as our in-person interactions, Imperial also contributed a series of ‘GFN Fives’ – short videos created by our scientists and innovators focusing on our latest NGP research. Click to watch:

• Innovating for a healthier future: a challenger focused on consumer-centricity and agility

• Heated tobacco's potential role in THR

• Dynamic population model: potential vape flavours ban

• Tobacco-free nicotine pouches and their potential contribution to THR

Overall, GFN 2025 was a success for Imperial – with existing connections strengthened, important new bonds forged, and a positive reception to the latest phase of our 2030 business strategy from the global harm reduction community.